Micka on Influence

In this episode, Micka Alexander chats with Brenda Wachira, Account Director at EXP Kenya, Africa’s leading experiential agency. Brenda shares her journey into experiential marketing, the shift from traditional activations to meaningful brand experiences, and why micro-influencers are outperforming celebrities in conversion. They unpack insights from the Predator Kenya campaign, touching on culture, language, TikTok trends, and the role of Infinity’s analytics in shaping authentic storytelling and measurable results. A powerful conversation for marketers and brands wanting to understand how influence really works in African markets — where culture, community, and experience drive results.

In this episode of Micka on Influence, host Micka Alexander sits down with Evan Kotton, Digital Media Strategist at Mediology, to explore how influencer marketing continues to evolve in today’s media landscape. With over a decade of experience in digital marketing, Evan shares how his career began in the early days of Facebook advertising and how he has witnessed social media grow from a new communication channel into one of the most powerful tools in brand storytelling. He unpacks the human element behind influencer marketing — the power of authenticity, real connections, and why “people do business with people.” The conversation dives deep into the strategic side of influencer campaigns, from selecting the right creators and building multi-tiered influencer mixes to ensuring paid media amplification turns great content into impactful results. Evan highlights the importance of awareness over vanity metrics and explains how data, creativity, and storytelling come together to drive real business outcomes. He also touches on common misconceptions — such as relying solely on influencer posts without supporting media — and stresses the need for a balanced, ecosystem-driven approach that integrates traditional and digital marketing. Finally, Evan and Micka explore the future of influencer marketing in an AI-driven world. They discuss how digital tools are transforming content creation, what creativity still means in the age of automation, and why authenticity remains the one thing technology can not replicate. Whether you’re a marketer, creator, or brand leader, this episode offers fresh insights into the evolving intersection of media, influence, and human connection.

In this episode of Micka on Influence, host Micka Alexander sits down with Jhene Nel, Sales Director at Nfinity Influencer, to unpack groundbreaking IPA research proving that creators are not just short-term sales drivers — they’re the future of brand building. Jhene shares why this is such a defining moment for the influencer marketing industry and how it validates what many marketers have long observed: creators truly move the needle for brands in measurable, lasting ways. The conversation dives into how marketers can shift from a “performance-only” mindset to a more strategic, brand-building approach, exploring what truly makes creator-led content effective. Jhene breaks down the key differences between peer influencers, influencers and content creators — and why understanding those distinctions matters for campaign success. She also explains the importance of authenticity, humour and long-term partnerships in driving emotional connection and ROI. Finally, Micka and Jhene discuss the professionalisation of the influencer industry in South Africa, the evolution of metrics beyond impressions and engagement, and how Nfinity Influencer and Webfluential are preparing for a more data-driven future. Whether you’re a marketer, creator or brand strategist, this episode offers invaluable insights into how to build sustainable brand impact through creators — not just campaigns.

In this episode of Micka on Influence, host Micka Alexander is joined by Marcelle Eckstein, Brand Manager at SC Johnson, to explore the evolving world of brand storytelling and influencer marketing. From discovering her passion for marketing at just nine years old to leading campaigns for some of South Africa’s most trusted household brands, Marcelle shares her journey, her philosophy on people-first marketing, and what drives her creative approach. Together, they unpack how influencer marketing has shifted from polished celebrity endorsements to real, relatable storytelling that connects with consumers on a deeper level. Marcelle reflects on the success of campaigns like My Skin My Way with Venus, revealing why authenticity and collaboration remain the most powerful tools in a marketer’s kit. Whether you’re a brand manager, creator, or simply curious about the future of marketing, this conversation offers valuable lessons on how to build trust, inspire emotion, and create campaigns that truly make an impact.

In this episode of Micka on Influence, Micka sits down with Lily Vasic, Brand Manager at RCL Foods and LiveKindly, to explore the evolving landscape of influencer marketing, particularly within the growing plant-based movement. From her early career in traditional marketing to leading innovative, purpose-driven campaigns, Lily shares how her journey has shaped her approach to authentic storytelling and community connection. Together, they unpack what makes influencer partnerships truly impactful, how to balance creative freedom with brand objectives, and why the future of influence lies in collaboration and trust. Tune in for honest insights, practical advice, and a glimpse into the next chapter of influencer marketing.